This is my final presentation for my New Media Drivers License Course at Michigan State University. The project is to develop a digital marketing proposal for a brand of your choice. I chose Volvo as my brand because I love cars and I consistently pay attention to auto industry. This presentation is listed as one of the top ten proposals among 150 peers. Find detailed proposal on the website of New Media Drivers License (Under the tag "Example Work"). http://newmediadl.com/homework/0/365

1. “Transformation
Happens”
Volvo (U.S.) Social Media
Marketing Proposal – 2011

2. “Tradition”
VS.
“Transformation”

3. Brands Perceptual Map
The battlefield is up to Volvo

4. CHARM
QUALITY LINK
ENGAGELISTEN
DESIGN
Volvo on Social Media: WhereAre We?

5. “A Way of LIFE”

6. What are people
saying about Volvo?
Listening
Impression
Experience
Like & Dislike
Problems
Complaints
Comments & Replies
Blog + Facebook +
Twitter + Forum =
Showing expertise
Building thought
leadership
Monitoring
Participation
Leadership
“Volvo”
“Car Safety”
“C30”, “S60”
…
What are people
think about others
who own a Volvo?

7. Media Relations 2.0
Blog – automobile, lifestyle, professional
Blogger – experts, enthusiasts, anyone
Blogging – cars, life, travel, city, test, fun…

8. Flavor it!
“City Spirit”
“Naughty Test”
“Express Yourself”
“Inside Story”
“Me and Volvo”
“Come Together”

9. IT IS
TIME TO
GO VIRALA two-month tour in U.S.
- Vlogging
- Live Tweet
-Fans Photo/Video
- Naughty test
…

10. Evaluation & Measurement
Online Tools
- Google Alert
- YouTube Insight
- Twitter Search
- TweetMeme
- Technorati
- Trendpedia
Offline Approaches
- Consumer Survey
- Questionnaire

11. 4th Quarter
2nd Quarter
3rd Quarter
1st Quarter Listening, monitoring, engaging
“Viral tour”, blogging, live tweeting,
photo/video sharing, buzzing
Blogging, outreach, build relations
Evaluation, optimization, planning
30% Budget
20% Budget
40% Budget
10% Budget
Timeline & Budgeting - $1,000,000

12. READY TO GO?
Lexie – Zi Liang